TY  - CHAP
U1  - Buchbeitrag
A1  - Gillani, Syed Afraz
A1  - Bo, Lin
A1  - Elema, David
T1  - Applied Market Research for German SMEs in Africa
T2  - Boachie-Mensah, Munyoki, Scheuer (Eds.): Handbook of Applied Market Research and Personnel Services at Universities
N2  - The main objective of this chapter is to give insights into how H-BRS as a German University of Applied Sciences supports small and medium-sized enterprises (SMEs) in exploring African markets. The university achieves this objective by engaging its Bachelor and Master level students in applied market research. Students engage in this research as part of their final thesis writing. This chapter lays out a process for successful marketing research projects for German SMEs in nine steps.
Y1  - 2018
UN  - https://nbn-resolving.org/urn:nbn:de:hbz:1044-opus-43110
SN  - 978-3-96043-065-0
SB  - 978-3-96043-065-0
U6  - https://doi.org/10.18418/978-3-96043-065-0_5
DO  - https://doi.org/10.18418/978-3-96043-065-0_5
SP  - 48
EP  - 61
ER  -